The Michel Fortin Blog

I used to teach marketing and selling part-time at a local college. One day, one of my students made me realize something important. During my lecture, he offered an example to illustrate his understanding of a concept I was teaching. While it...

I first taught this technique in 1998. While there have been tons of improvements since then, today I still see copy on so many websites, sales letters, or emails using a language that only the person who wrote them understands. The bottom line...

I love social media. And I love trying and testing new stuff. If there's some new social media tool, website, or community, I'll be one of the first ones to try it out. But there is a limit. And I think we need to be careful. Because social media...

A few years ago, something happened that provided incontrovertible proof of the importance of an infallible rule in copywriting. I knew it all along but never saw it proven to me in such a personal and direct way. What am I talking about? No,...

Today, a client has requested, out of the blue, a refund for copywriting work performed last year. Yes, last year! Can you believe it? Over seven months have passed and this one client is asking for his money back. His excuse? "I need the...

I rarely do this. But after my last blog post on the idea that Twitter is populated by drones and fakes, Tiffany Dow posted a spirited rebuttal to my blog post. A gauntlet has been thrown down. I felt compelled to respond. In fact, I...

It's Thanksgiving in Canada, so it's time to give thanks. It's also my birthday. That's why I'm the one who's going to give you a gift (there's only one condition, so read on). I want to give thanks to all my loyal subscribers and readers. But...

As with static websites, the success of a blog depends on attracting a steady stream of new and return traffic. The difference is, blog promotion tools are slightly different, a bit more diverse, and largely much more effective. Why? Because...

Seems I'm ranting a lot these days, and a little more opinionated than the norm. Perhaps it's my broken back, which is killing me, that's making me more sensitive or irritable. I don't know. But something someone recently said in my copywriters...